Editorialehttps://www.rivisteweb.it/doi/10.1431/36058
Giuseppe Bertoli201110.1431/3605810.1431/36058https://www.rivisteweb.it/doi/10.1431/360581435440Cinahttps://www.rivisteweb.it/doi/10.1431/36059
Tiziano Vescovi, Donata Vianelli201110.1431/3605910.1431/36059https://www.rivisteweb.it/doi/10.1431/360592441444L'impatto del Made in Italy sul comportamento d'acquisto dei consumatori cinesihttps://www.rivisteweb.it/doi/10.1431/36060
The paper analyses the Made in Italy effect on Chinese consumer
buying behavior regarding three specific product categories: wine,
shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (Coo) - overall Country Image (Ci), Product Country Image (Pci) and Country Related Product Image (Crpi) - on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (Fit) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling. Results show that Made in Italy influences the Chinese consumers' intention to buy the Italian products observed through causal links: the Italy country image (Ci) impacts on buying intentions through the mediating role of the Italian ability to manufacture products - in general (Pci) and regarding a specific product category (Crpi). Results also confirm the consistency (Fit) between the products investigated and the Italian origin. Scientific and managerial implications are derived.Bernardo Balboni, Silvia Grappi, Elisa Martinelli, Marina Vignola201110.1431/3606010.1431/36060https://www.rivisteweb.it/doi/10.1431/360603445462L'internazionalizzazione delle imprese italiane nel mercato cinese: fattori propulsivi e difficoltà percepitehttps://www.rivisteweb.it/doi/10.1431/36061
The present paper explores the internationalization process of Italian companies in the Chinese market, focusing on the analysis of facilitating factors and perceived difficulties. In order to make a comparison, both companies operating and willing to enter the Chinese market have been analyzed. The study was based on the development and administration of a self-administered questionnaire. The analysis, exploratory in nature, was carried out by analyzing a sample of 238 companies operating or willing to enter the Chinese market. The findings suggest that internal facilitating factors (such as the entrepreneurial vision, brand and company know how) are more important than external ones; furthermore Italian companies selling in China have to deal with some complex difficulties which are partly differently perceived by those firms not yet operating in the market. The findings provide marketing executives useful insights in developingentry and distribution strategies for Italian products in the Chinese market.Patrizia de Luca, Donata Vianelli, Fabio Claudio Marzano201110.1431/3606110.1431/36061https://www.rivisteweb.it/doi/10.1431/360614463484Efficacia delle alleanze di marketing per l'accesso ai mercati emergenti delle Pmi distrettuali: il caso «Italian Legwear Shanghai»https://www.rivisteweb.it/doi/10.1431/36062
The development of emerging markets is generating a wide range of opportunities for companies willing to sell their products to the
emerging markets' consumers. Nonetheless companies, and above all
Small and Medium Enterprises, have to face institutional, environmental and cultural barriers and obstacles to successfully operate in these new contexts. Drawing on these premises, the purpose of this article is to investigate whether marketing alliances involving Smes belonging to the same industrial cluster can help them to overcome these obstacles and to obtain more satisfying commercial results. In particular, the alliance «Italian Legwear Shanghai» involving 11 Italian companies belonging to the socks-producing Italian cluster is analyzedin depth. Empirical material collected from the companies taking part in the alliance is presented and analyzed to identify factors leading to the success/failure of such marketing alliances. Finally generalizations of the results are discussed and managerial implications are drawn.Fabio Cassia, Francesca Magno, Elisa Pedrazzoli201110.1431/3606210.1431/36062https://www.rivisteweb.it/doi/10.1431/360625485502L'adattamento di prodotto nel mercato cinese. Imprese italiane di minore dimensione e processi di internazionalizzazionehttps://www.rivisteweb.it/doi/10.1431/36063
This paper analyses product strategies adopted by Italian companies
in the Chinese market, particularly with regard to adaptation policies. The purpose of this study arises from the perception of the cultural distance that characterizes this market, where there are macroeconomic, social and cultural specific and peculiar aspects to be considered, if compared to the Western ones. The main objective was to assess whether Small and Medium Italian companies (Smes) adapt their products in order to make them more suitable to the demand of Chinese customers and, if so, to identify the specific factors submitted to adaptation, the changes, their pervasiveness, and the reasons underlying the decision to adapt. In some cases the adaptation dilemma is a decision to take when you have to cope with certain mandatory conditions; in other cases it is a discretionary choice of the company considering market opportunities and their strategic importance. Smes should compete in international markets having limited resources and skills that we normally think they overcome using speed, flexibility and greater adaptability. Through an empirical study on a sample of Italian Smes, operating in the Chinese market, we have tried to identify the main behavioural trends in deciding if adapting the product to the foreign market.Tiziano Vescovi, Riccardo Trevisiol201110.1431/3606310.1431/36063https://www.rivisteweb.it/doi/10.1431/360636503526I consumatori alla ricerca di autenticità nell'esperienza di consumo. Teorie, evidenze empiriche e implicazioni operativehttps://www.rivisteweb.it/doi/10.1431/36064
The article aims at analysing meanings, which are attached to authenticity on the part of consumers. For this purpose, it presents two empirical studies, whereof one is qualitative and the other is quantitative, which have been both carried out in a contest in which authenticity is particularly important: that of the consumption of pop music. Findings reveal how authenticity should necessarily be considered a multidimensional construct, and how, besides indexicality and iconicity, which have been previously discussed by the literature, two other important dimensions would emerge: the individual experiential and the social experiential ones. Thus, by also highlighting the relevance of individual's consumption experience in the perception of authenticity, the study enables to obtain a few useful managerial implications and some suggestions for future research.Matteo Corciolani201110.1431/3606410.1431/36064https://www.rivisteweb.it/doi/10.1431/360647527550Il significato simbolico del consumo: brand user imagery congruencehttps://www.rivisteweb.it/doi/10.1431/36065
The brand user imagery congruence (Buic) is the coherence and similarity between the brand typical user image and consumer self-concept. This construct can positively influence attitudes and consumers' purchasing behavior. This work aims to test the effects of brand user imagery congruence related to a well-known brand and so much linked to the Italian context, the new Fiat 500. The results confirm the assumption, as the new Fiat 500 owners perceive higher levels of self-congruence and express more favorable attitudes towards the brand. The results also indicate a substantial crosssectional Buic effects. The research also confirms the strategic importance of creating a brand image in keeping with requirements of expression of target consumers, which is expressed primarily in a substantial advantage in terms of brand equity.Andrea Mancini, Ilenia Fontani201110.1431/3606510.1431/36065https://www.rivisteweb.it/doi/10.1431/360658551566Introduzionehttps://www.rivisteweb.it/doi/10.1431/36066
A cura di Giuseppe Bertoli201110.1431/3606610.1431/36066https://www.rivisteweb.it/doi/10.1431/360669567568Da denominazione d'origine a marca: riflessioni su alcune esperienze consortili nell'agroalimentarehttps://www.rivisteweb.it/doi/10.1431/36067
This paper aims to investigate the collective brands of guardianship consortiums in the food industry, starting from theoretical assumption according to which the value of land may transfer reputation, so recognition and appeal, to the product. In particular, this study tries to verify when and how the trademark can become a collective brand, thus enhancing not a single operator but a multitude operating in a particular local context, which participates and benefits itself from this development. Based on the principles of brand theory and by an empirical investigation, this study seeks to identify the key resources of the branding process to which these guardianship marks must be oriented to address the market dynamics in the food industry.Monica Fait, Oronzo Trio201110.1431/3606710.1431/36067https://www.rivisteweb.it/doi/10.1431/3606710569588Introduzionehttps://www.rivisteweb.it/doi/10.1431/36068
A cura di Marco Raimondi201110.1431/3606810.1431/36068https://www.rivisteweb.it/doi/10.1431/3606811589590Un promettente caso italiano di servitizzazione: la Mcm (Machining Centres Manufacturing). Intervista a Giuseppe Fogliazzahttps://www.rivisteweb.it/doi/10.1431/36069
Marco Raimondi201110.1431/3606910.1431/36069https://www.rivisteweb.it/doi/10.1431/3606912591604Tre imprese italiane nel mercato cinese: le esperienze di Illycaffè, Irsap e Faam. Intervista a Giovanni Loser, Fabrizio Rossi e Federico Vitalihttps://www.rivisteweb.it/doi/10.1431/36070
Francesca Checchinato201110.1431/3607010.1431/36070https://www.rivisteweb.it/doi/10.1431/3607013605614La ricerca qualitativa per il policy making partecipato: la tecnica del Mass Grouphttps://www.rivisteweb.it/doi/10.1431/36071
Giovanni Ventrelli, Gabriele Dandolo201110.1431/3607110.1431/36071https://www.rivisteweb.it/doi/10.1431/3607114615620Il settore dell'Alto di Gamma: quali opportunità per la ricerca?https://www.rivisteweb.it/doi/10.1431/36072
Valeria Fai, Alessandra Rizzo, Paolo Anselmi201110.1431/3607210.1431/36072https://www.rivisteweb.it/doi/10.1431/3607215621630Ethnography, Videography and Neurofeedback. Metodologie integrate per l'analisi del consumer behaviourhttps://www.rivisteweb.it/doi/10.1431/36073
Lorena Delvino, Francesco Gallucci201110.1431/3607310.1431/36073https://www.rivisteweb.it/doi/10.1431/3607316631640Lo sviluppo del Mobile Payment in Italia: i vantaggi per i consumatori e gli ostacoli al suo decollohttps://www.rivisteweb.it/doi/10.1431/36074
Mariadaniela Cucchiani, Mario Ravasio201110.1431/3607410.1431/36074https://www.rivisteweb.it/doi/10.1431/3607417641646Segnalazioni bibliografichehttps://www.rivisteweb.it/doi/10.1431/36075
201110.1431/3607510.1431/36075https://www.rivisteweb.it/doi/10.1431/3607518647648